Ad Campaigns & Culture

Student’s Name
Professor’s Name
Course
Date
Ad Campaigns & Culture
Modern advertising companies have adopted new technologies and styles to promote brands. As a result, global leaders such as Volkswagen, Coca-Cola, Nike and Apple among other have successfully increased their loyal customers (“Ad Age Advertising Century: Top 100 Campaigns” 1). In this study, the focus is on the ways these companies manage to influence our cultural systems to join advertising culture. The advertisers integrate with our cultural systems through indirect advertising and ads that capture social situations.
The campaign adds successfully integrated advertising into our cultural systems by interacting with the community in a way that can be termed as indirect advertising. In this strategy, a company focuses on interacting with people on different platforms such as focus groups, in a way that helps them (Boykiv 5). For example, the Song airways advertisers joined communities in different platform, interacted, and helped them in some ways (Dretzin et al. 0:9). As a result, the advertisers get to know what people want and engage them with it (Lab Brand 2) Also, the people become involved in making the advertising for a TV (Siegel 6). Ideally, this is about what advertising agents or a brand becoming a global leader.
Ads act a social text by capturing the social situations affecting people in a community. Friedman (2) explains how manufacturers take advantage of social events such as Super Bowl and bring their ads that tend to address a problem society such as that of immigration, diversity, and togetherness.

As a result, people become familiar with these brands (Nussbaum 10; Zeng et al. 5). For example, Airbnb ads on Super Bowl event was not only political but changed to connect more with people socially (Schultz 3). It preached togetherness which the company later pledged to provide short-term housing for refugees (Friedman 3). By such ads, the company sensitizes people about the problems they face and a possible way out.
In brief, advertising campaigns have improved their strategies to win loyal customers to their brands through engagement and integration. One way they integrate into the cultural system is by engaging with people. Also, they involve themselves with the people’s social, political, and economic issue to build an emotional connection between the people and the brand.
Works Cited
“Ad Age Advertising Century: Top 100 Campaigns”. Adage.Com, 1999, https://adage.com/article/special-report-the-advertising-century/ad-age-advertising-century-top-100-advertising-campaigns/140150/. Accessed 27 Oct 2018.
Boykiv, Yuriy. “Cross-Cultural Ad Campaigns: Preparing For the Possible Backlash.” Forbes, 2014, https://www.forbes.com/sites/onmarketing/2014/06/26/cross-cultural-ad-campaigns-preparing-for-the-possible-backlash/#41eedfd8294b. Accessed 27 Oct 2018.
Dretzin, Rachel et al. “The Persuaders.” FRONTLINE, 2004, https://www.pbs.org/wgbh/frontline/film/showspersuaders/. Accessed 27 Oct 2018.
Friedman, Megan. “6 Super Bowl Ads That Got Political This Year”. Harper’s BAZAAR, 2017, https://www.harpersbazaar.com/culture/film-tv/news/g8468/political-super-bowl-ads-2017/. Accessed 27 Oct 2018.
Lab brand. “Advertising Decoded: The Importance of Cultural Context | Labbrand Brand Innovations.” Labbrand.Com, 2009, http://www.labbrand.com/brandsource/issue-article/advertising-decoded-importance-cultural-context. Accessed 27 Oct 2018.
Nussbaum, Emily. “The Price Is Right: What Advertising Does To TV.” The New Yorker, 2018, https://www.newyorker.com/magazine/2015/10/12/the-price-is-right-emily-nussbaum. Accessed 27 Oct 2018.
Schultz, E.J. “See Melissa McCarthy in Kia’s No-Sacrifices-Environmentalism Super Bowl Ad.” Adage.Com, 2017, https://adage.com/article/special-report-super-bowl/melissa-mccarthy-kia-s-super-bowl-ad/307782/. Accessed 27 Oct 2018.
Siegel, Robert. “In The ‘Golden Age Of Television,’ Advertising Intersects With Programming.” Npr.Org, 2015, https://www.npr.org/2015/10/07/446632530/in-the-golden-age-of-television-advertising-intersects-with-programming. Accessed 27 Oct 2018.
Zeng, Fue et al. “How Social Communications Influence Advertising Perception And Response In Online Communities?” Frontiers in Psychology, vol 8, 2017. Frontiers Media SA, doi:10.3389/fpsyg.2017.01349. Accessed 27 Oct 2018.